Abstract:
The higher education sector in the 21st century has experienced a decline in funding from the Federal Government. Here, in order to cover this deficit, the public universities need to generate their own income. Therefore, the academic staff should support the universities to generate income from a variety of research and teaching activities. This study aims to identify the challenges faced by academic staff at the public universities to generate income. A qualitative research approach was used, where the respondent is comprised of those who are directly involved in generating revenue at a public university in Malaysia. The study reveals that there are various factors that influence their endeavour. Accordingly, the recommendations from this study will hopefully help academic staff at public universities to engage in the effort to generate income for the university.
